Time to spill: Coffee quality isn’t what it used to be. For years, specialty roasters positioned themselves as the artisanal alternative to mass-market brews, selling scarcity, complexity, and “flavor profiles” as their secret weapon. But now, even the most coveted single-origin beans and experimental processing methods have lost their edge. The market has matured, expectations have spiked, and roasters are scrambling to find new ways to stand out.
The problem? Quality alone isn’t enough. Once, sourcing auction-winning lots or using techniques like anaerobic fermentation made a coffee feel exclusive. Today, those same methods are staples in high-end cafes and competitions. “A few years ago, these processes were rare and exciting,” says Bogdan Ciocian of Meron Coffee. “Now, they’re common. Unless tied to a unique story, they’re just noise.” Consumers are tired of chasing novelty, and roasters who rely on the same tired tropes risk being drowned out.
Premiumisation—the practice of inflating prices through scarcity—has also backfired. Some markets pay hundreds of euros per kilogram for coffees that, according to Bogdan, “can be mediocre.” This creates a confusing landscape where exclusivity is mistaken for quality. Customers conflate limited editions with exceptional flavor, leaving middle-tier specialty coffees in the shadows. Meanwhile, roasters who prioritize consistency across their entire lineup—bulk and single-origin alike—start to stand out.
The real shift is in how roasters communicate value. “People are inundated with options,” Bogdan notes. “They question whether $4 for an espresso is worth it.” To cut through the noise, brands must focus on experience, not just product. This means crafting a narrative that connects with customers emotionally—whether through sustainability, origin stories, or the care behind each cup. “Modern consumers remember how they feel, not just what they buy,” Bogdan says. “They want to align with brands that share their values.”
– Brand experience—blending values, storytelling, and service—has become the new battleground.
KEY POINTS: – Quality is no longer the sole differentiator; consistency and transparency are now critical. – Brand experience—blending values, storytelling, and service—has become the new battleground. – Independent roasters can carve out space by highlighting lesser-known origins and sustainable practices.
CLOSE: What’s your favorite coffee story that turned you into a regular? Share how you balance quality and value in your routine.
Questions & Answers
How is coffee quality becoming less important for roasters?
Coffee quality is less important as supply chains standardize beans, and consumers prioritize convenience and branding over bean origin or roast profile.
Why do roasters focus more on branding than coffee quality?
Roasters focus on branding to stand out in a saturated market, as quality has become more uniform, making differentiation harder through bean quality alone.
Information sourced from industry reports and news outlets.
